AdCentral

We created an efficient platform to purchase ad campaigns on several media.

playthe.net is a digital transformation company that seeks to include physical spaces into digital ecosystems. Present in Cuenca, Madrid and Hong Kong, it has deployed a smart digital signage, a free wifi network, and several other services, mainly focused on restauration, hospitality, retail and advertising.

Challenge

As Digital Signage and Vicente App projects develop and gather traction among small and large advertisers, I detected an opportunity to improve the process related to advertising contracting, which could benefit hugely of the segmentation capabilities of the SmartData project.

Solution

Working closely with the development team:

  • We researched, designed and developed specific tools for estimating, planning, contracting and following up of advertising campaings, based on interviews with playthe.net sales team and staff from Posterscope and GroupM. We produced user guides, presales visits and training sesions to out-of-home sales and planning teams for several agencies.
  • We took part in including third party display network and their data into the tools, as a shared task with SmartData project.
  • We created, with an art department, several collection of templates highly customizables, both manually through an editor and via third-party data retrieval (for instance, Diario AS for real time match data).
  • We adapted the tools for multilingual use and I coordinated translations for international deployment.
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Results

4 Posterscope, GroupM, Havas y OMDPosterscope, GroupM, Havas and OMD
3 Largest out-of-home advertising networks includedplaythe.net, Digital XXL and Pharmacies
x10 Campaign engagement average timeFrom five days to four hours
x3 Key accounts advertising contracts
50% Advertising frequency
x2 Average impression price